PUREBRED v. NATURE'S RECIPE PUREBRED FORMULA By Marty Schwimmer on September 25, 2002 Posted in Uncategorized Purebred Co., a small high-end pet food company, won a $2.9 million verdict against Heinz, on the grounds that Heinz’ NATURE’S RECIPE PUREBRED FORMULA infringed its PUREBRED mark. $1.5m in lost income, $1.4 in punitives. Via Insidedenver.com.